Fairfax research: newspaper mags Vs newsstand mags

Fairfax has released research that challenges the view that magazines bundled in with newspapers are of lower value to readers and advertisers.

According to a survey of 600 people, readers of Fairfax magazine brands such as The Sydney Morning Herald’s Good Weekend and The Age Melbourne Magazine say they are “challenging”, “authentic” and “exclusive”.

By contrast, standalone magazines are considered a lighter read with words such as “fun”, “simple” and “gossipy” used to describe them, the research found.

“Newspaper magazines readers are significantly more likely to want to be challenged than readers of newsstand magazines,” suggested Lisa Hudson, Fairfax Magazines chief executive and publisher.

“Free doesn’t mean value free,” she said.

The research found that Fairfax magazine readers are hard to reach through other commerical media, with 58% saying they listen to no commercial radio and 53% who watch little or no television.

Fifty-nine per cent of Fairfax magazines said that they read articles “more fully” in hard copy than they do online; 58% of newsstand magazine readers think this, according to the survey.

Will these values hold firm when magazine brands become available on tablet devices such as the iPad and Samsung Galaxy?

Hudson noted: “Tablets suit the magazine reader experience perfectly, and if anything they enable readers to engage with the content even more deeply (tablet versions of our magazines are yet to be launched, however).”

“Either way, our readers remain the same: they want to be challenged with stimulating content; they are looking for authenticity in a world obsessed with celebrity; and the remain an extremely hard-to-reach, exclusive audience.”


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